New Fresh Look for Kronenbourg Made Vivid by Crown

01 Apr 2009

Brasseries Kronenbourg is launching a new fresh look for its Kronenbourg and 7.2 flagship beer cans using high quality print technology from CROWN Bevcan Europe & Middle East, a business unit of Crown Holdings, Inc.

Brasseries Kronenbourg, the largest French brewery and part of the Carlsberg Group, is launching a new fresh look for its Kronenbourg and 7.2 flagship beer cans using high quality print technology from CROWN Bevcan Europe & Middle East, a business unit of Crown Holdings, Inc.. The switch to high quality print is part of Kronenbourg's plans to revamp its brand with a more innovative and visually appealing package.

For the launch, Crown is supplying 33cl & 50cl printed cans, which include two revamped can designs developed for the Kronenbourg and 7.2 brands. The new beer cans feature a higher definition golden Kronenbourg logo with sharp vivid images and defined shapes against a red or purple background. Images of water droplets around the logo are brought to life with high quality print.

"Our new strategy is focused on putting quality and know-how back in the heart of our brand proposition, and therefore it was mandatory for us to use our primary packs to communicate this at the retail shelf," says Raphael Prevot, Brand Group Manager of Kronenbourg. "Beverage cans are a well-liked packaging format amongst the French people and therefore we used the can to emphasize the improved design. Working with Crown, we were able to develop a new beer can that was immediately recognizable and truly evocative of Kronenbourg's quality."

High quality print technology is designed to reproduce and enhance detailed images such as faces, fruit and fine text on beverage cans. This innovative technique significantly enhances the quality of images that can be printed on cans, creating a more vibrant look and feel for brands.

"This is very exciting for us, as it is the first time that Crown is providing high quality print technology on such a large scale," says Caroline Archer-Reed, Marketing Director, CROWN Bevcan Europe & Middle East. "Beer cans are a very popular packaging format in France, as they create a premium look and feel for products while continuing to offer strong value for money. The new Kronenbourg cans are convenient, refreshing drinks packs for consumers, who, in this economy and with the recent smoking ban, are more inclined to socialize at home."

Source: Crown Holdings Inc.